Why Nostalgia Was the Real MVP of the Super Bowl

Excellent halftime performance aside, if there was one winner in an otherwise pedestrian Super Bowl this year, it was Nostalgia with a capital N. From Dunkin’ Donuts tribute to 90s television to What If: Jurassic Park edition, brands continued to lean hard into familiar stories, characters, and moments that so many of us already love.

At 2 Fish Co., we’re consistently paying attention to the creative that hits effectively,
but also why it works so well.. This year’s wave of nostalgia-heavy commercials reminded us of something important: sometimes, the most impactful way to connect with people is to meet them where their memories already live.

Familiar Stories, Fresh Spins

Take the Dunkin’ spot, for example: the creative team didn’t waste any time trying to explain. They trusted that viewers would instantly get the references, the overall tone, and the feeling it was meant to evoke: connection. That’s the power of nostalgia done right.

The same was true with the Jurassic Park callback in the Xfinity ad, which humorously reimagines a happily-ever-after ending after the original technical issues were avoided thanks to blazing fast connection speed. Even if some of the de-aging work plunged straight into the uncanny valley or the storyline completely undermines the entire point of Jurassic Park, it’s a quick and funny bit that resonates with generations of viewers who know and love the dinosaurs and the characters from the original film.

Why Nostalgia Works Better Than Ever Right Now

From our perspective, nostalgia is virtually always an effective storytelling device, because it creates instant emotional buy-in and builds trust through familiarity. However, now more than ever, we are living in a fragmented media landscape (monoculture is dead!) and nostalgia acts like a creative shortcut to meaningful, shared experiences. When it is used thoughtfully, often with a bit of a wink, it doesn’t just look backwards. It uses the past to guide viewers into something new.

The Lesson for Branding

What stood out about the best ads this year wasn’t just the references themselves—it was how they were woven into a bigger picture. They didn’t rely solely on cameos and references. They added something, whether it was a joke, a twist, or a connection to a modern tool or brand. That’s a sweet spot that we can learn from! Respect your audience, trust their intelligence, and tell stories that feel familiar without feeling stale.

Whether it’s a Super Bowl commercial or a brand campaign, the goal is the same: make people feel something…and make it stick.

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